A recent report revealed that a third of consumers find shopping to be much less enjoyable than five years ago. With 70% of the respondents claiming that they don’t have time to shop anymore and 55% emphasising the importance of convenience, retailers must find new ways to offer a shopping experience that takes shoppers seamlessly from browsing to purchasing. Don’t despair: There are a number of commerce trends that can help you achieve this.
From Browsers to Buyers
Browse remarketing strategies offer a highly effective opportunity to re-engage consumers and recover sales that otherwise might be lost. Yet, many retailers still forego these opportunities – an audit found that 93% of UK retailers don’t have a remarketing strategy in place to target those shoppers who browse the website and leave without adding items to their basket. Imagine a consumer researching products on your website and other sites without making a purchase. They later receive an email from you recommending similar products they might not have seen in your online store or highlighting a current offer for that product category. This could be the little nudge they need to get them back to your ecommerce store and not your competitor’s. The key to doing this is to make the most of the data you are able to attach to your customers. Create messages that are useful and gently aide the purchasing process rather than aggressively trying to push consumers toward a purchase.
Use personalisation to ensure that your email communication is timely and relevant. The latest techniques are quite easy and cost-effective to implement, making them a viable option for brands of all sizes looking to grow revenue. For example, omnichannel retailer Oak Furniture Land uses geolocation in their email marketing, offering customers tailored information on upcoming events and deals in their nearest physical store. By successfully linking the online and offline world, the brand was able to create a seamless shopping experience and increased email-generated revenue by 30%.
Product recommendations are another effective way to make the customer feel understood and recognised by providing a personal shopper that re-ignites their interest. Leverage contact, order and browse behaviour information to ensure that your recommendations are relevant for the individual shopper.
Is Your Site Mobile-Friendly?
For pure players, Google’s algorithm announcement on giving an added boost to mobile-friendly sites should have already caught your attention. But being mobile-friendly isn’t just about SEO. With 82% of Brits owning a smartphone and 54% of smartphone users researching products more frequently on the device than they were a year ago, it’s critical to understand how shoppers use mobile devices and craft a plan that works for your organisation. Customers increasingly use their phones to window shop, to check out prices when they are in the store, and park items in a shopping basket to purchase later from their laptop. Having a clunky mobile interface discourages shoppers from shopping with you. Whether omnichannel or online only, make your mobile shopping experience inviting, engaging and worthy of the return trip. In addition, be mindful that consumers are still using a range of devices to make purchases, so continue to cater to the shopping preferences of all customers using responsive design throughout the buying process.
You have a wide range of new tactics at your disposal to boost relevance with consumers and make the purchase journey more convenient for them. By using collected data to design an efficient commerce marketing strategy and continuously testing new techniques, you will be empowered to spark the customers’ interest and achieve tangible results.
About Saima Alibhai
Saima Alibhai has over 10 years of experience in the marketing technology industry, working alongside clients internationally in the UK, Europe and Latin America.